No agency other than the architect can visualize a project in its totality even before a single drawing is produced. Concept could come as a vision, sketch, model, statement, anything that relates to a spatial experience. It could be a single thread of thought that cleverly resolves complexities of a project.

A powerful concept is fresh, simple, bold and clear having enough creative potential within to sustain throughout the course of the project. Concept generation also means that risks are taken. This could be in terms of playing with the program requirements, mending the bye laws or may be challenging cultural values. Whichever is the way, aim is to create an uplifting experience in a given built environment. Concept strives to add value to a given situation.